Creating ads always comes with challenges, but for the Sasa Rendang campaign, the challenge was making it look as ordinary as possible. Yep, you read that right—our job was to create a video so convincing, it looked like real-life drama caught on camera.
The Brief
Inspired by real-life viral videos, Sasa wanted an ad that felt like an authentic, unscripted event. The concept? At a traditional gathering, a mom piles up a mountain of rendang on her plate, leaving other guests furious. Chaos erupts, leading to a full-on argument—and even a fight!
The Challenge
The hardest part? Making it believable. It had to feel like someone at the party whipped out their phone and caught a raw, unfiltered moment.
What We Did
To nail the "real" vibe, we studied viral videos in detail. Everything had to feel imperfect—camera angles were shaky, sometimes pointing at the ground or feet like an amateur was filming. The sound had that echo-y, classic hajatan vibe with muffled audio from a low-quality sound system.
The script? Basically nonexistent. We let the actors improvise during the fight scene to make the dialogue and reactions more natural. Even the crowd reactions were choreographed to mimic real life—some people trying to break up the fight, others just standing there gawking or sneakily filming with their phones. Getting those "confused but curious" facial expressions was surprisingly tricky!
Keeping it Secret
To make the campaign a real surprise, we kept everything under wraps. Nobody outside the team could know this was an ad for Sasa Rendang.
The Outcome
We released two videos from different angles, and they spread like wildfire. Within two days, they were everywhere—group chats, social media, even news reports. People were outraged, debating how two moms could fight over rendang, with comment sections lighting up with criticism.
Just as planned, the buzz was huge. After letting the drama simmer for a few days, Sasa revealed the twist: it was all a campaign for their new Rendang Seasoning. A follow-up video showed the two moms meeting at a supermarket, laughing it off while shopping for Sasa Rendang products.
What We Learned
Pulling off a “bad quality” video is just as challenging as making a polished ad. Every detail had to be perfectly imperfect, and the secrecy made it all the more exciting. The campaign’s viral success boosted brand awareness and proved that even unconventional ideas can deliver powerful results.
At High Angle, we thrive on bringing bold, creative visions to life—and this was one for the books!
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